"Supermarket, super Moschino," was the pronouncement of Moschino's Bill Shapiro. The audience was assembled in a Milanese supermarket, among the fruit, vegetables, meat, and fish. He and label matriarch Rossella Jardini were paying homage, he said, to "the graphic power of the supermarket." He rattled off a few fifties-style ad promises you might find on the shelf: Money-back guarantee! Your whites will never be whiter!
Foodstuffs and packaging are pop icons, and Moschino reused them to its own effect: The Budweiser logo became an all-over print touting the label. Detergent boxes became polo shirts. A second story—tangentially related at best, but so it goes—took summer lightness to new heights by making tailored pieces and lounge pants in shirting cotton. (Your lights will never be lighter!) It all ended with a wildly colored bang.
The whole added up to a giggly ride. Behind the models, looking on from the refrigerated case, lay a giant swordfish on ice, his mouth turned up into a wide grin. Even he was having fun. And he's dead!
Spring 2013 Menswear
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